For International Women’s Day this year, Global Women New Zealand has released a campaign highlighting the ‘Motherhood Penalty’ and the fact that on average, mothers earn 12.5 percent less than fathers of the same age and education over their career.
The campaign was created by Saatchi & Saatchi New Zealand and internationally awarded Swedish director Anna Mantzaris of Passion Animation Studios, one of the directors featured in the Saatchi & Saatchi New Directors Showcase in Cannes in 2019.
It builds on the humorous workplace scenarios Mantzaris conceived for her critically acclaimed short film ‘Enough’ and suggests there is almost nothing a woman could do in the workplace that’s more “career limiting” than having a baby.
Agnes Naera, CEO of Global Women says: “This year’s International Women’s Day theme is #Choosetochallenge and with this campaign, we hope to challenge and raise awareness of the ‘Motherhood Penalty’ that still has a significant impact on women in the workplace in New Zealand.
“We know that how an organisation supports and interacts with women around parenthood is a key moment in a woman’s career trajectory. From our own research we have learned that it is critical for women to have ‘relatable role models’ ahead of them, so that they too can see that a successful career and family are possible and not just for the ‘superwoman’ that for many, just doesn’t feel achievable or sustainable anymore.
“Finally, it’s important to remember that addressing this issue isn’t just for the benefit of women – this is about creating a better Aotearoa New Zealand for all. If women rise, we all rise.”
Steve Cochran, CCO of Saatchi & Saatchi New Zealand says: “The effort and brilliance from Anna and everyone else who helped make this work was phenomenal. We hope it means the message travels far and wide around the world. We owe her, and everyone else who helped pull this campaign together more gratitude than we can express. As a husband and a father, I’ve seen up close the way being a mother can impact a woman’s career and trajectory. And yes, from my position of male privilege you might say. There’s no simple answer. But self-awareness and consciousness of employers is certainly a place to start.
“I’m able to say that Saatchi & Saatchi New Zealand has made this a priority. We’re also proudly part of Champions for Change, and are committed to impacting change in our business and, as this work sets out to do, across New Zealand.”
Mantzaris typically works with different textures and materials to give her work a handmade feel. In this TVC, each handmade puppet consisted of a metal skeleton, felt, tiny beads and wool.
She says: “I just fell in love with this project as soon as Saatchi & Saatchi got in touch with us. It is the most rewarding thing to be able to combine my creativity with a subject that is really close to my heart, so it was an honour to be asked to work on this project.”
The campaign will run across social, outdoor and digital.
Client: Global Women
Creative Agency: Saatchi & Saatchi New Zealand
Media Agency: Starcom New Zealand
PR Agency: MSL New Zealand
Production Company: Passion Pictures
Director: Anna Malin Mantzaris
Producer: Becky Perryman
Executive Producer: Belle Palmer
DOP: Donna Wade & Jon Muschamp
Animators: Anna Malin Mantzaris, Mark Waring & Tim Allen
Set & Prop builder: Hetty Bax
Costume Fabricator: Kat Probert & Isabelle Riley
Scenic painter: Roy Bell
Post / VFX: Sara Salcedo
Audio: Liquid Studios – Craig Matuschka
Music licensing: Liquid Studios
Music: Original composition – Peter van der Fluit